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News

CANNES/SAN FRANCISCO: Brands serving diverse audiences should endeavour to represent all the elements of their customer base in ads, according to Jonathan Mildenhall, Chief Marketing Officer at Airbnb, the online accommodation and experiences ...

Article

This event report outlines how Airbnb, the accommodation platform, has embraced diversity as part of its advertising strategy.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a local campaign in the US to promote LGBT rights at the NYC Pride Parade.

Case Study

This case study explores how HBO, an American premium cable and satellite television network, launched a regional campaign in the US to promote its documentary series, 'Suited', which follows tailors who help find suits for gender non-conforming and transgender clients.

News

NEW YORK: Advertisers are increasingly reluctant to market to Latino consumers for fear it will upset some in the United States' "new political environment," an industry figure says.

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

News

SYDNEY: Australian marketers and their agencies are becoming more aware of diversity issues and many are now actively working to create more culturally relevant work, a senior agency executive has said.

Case Study

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

News

FORT LAUDERDALE, FL: Neuroscience can be an extremely useful tool for television networks seeking to understand the precise preferences of different audience segment, a leading executive from Viacom has argued.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

News

LOS ANGELES: Wells Fargo, the financial services provider, is asking its agencies to pursue "natural collaboration" in order to deliver truly impactful total-market communications.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

Article

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.